Google Ads transitions to Demand Gen advertising format

Google has transitioned its advertising formats, with Discovery campaigns automatically migrating to Demand Gen as of March 2024, followed by Video Action campaigns in March 2025.

Demand Gen campaigns utilize placements across YouTube, Discover, Gmail, and the Google Display Network, reaching over 3 billion monthly active users. For small and medium-sized enterprises (SMEs), effective management requires specific settings to prevent rapid budget depletion. Recommended strategies include starting with a minimum daily budget of €50 and utilizing the ‘Maximize Conversions’ bidding strategy until the account reaches 50 conversions within a 35-day period.

Unlike Performance Max, which distributes ads across all Google channels with minimal control, Demand Gen allows for more specific channel selection and introduces a ‘New Customer Only Mode’. It differs from the former Discovery format by adding YouTube and Display Network capabilities.